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Crack the <code>.
A talent programme recruitment campaign that speaks the language of developers – in Polish and in Danish.
Challenge
The IT market is a fierce battle for young talent.
If there's one thing everyone agrees on, it's that the IT industry is a fierce fight for young talent. But the problem doesn't only affect employers – it affects people trying to start a career too, who face an overwhelming choice of companies and internship programmes.
Our concept had to answer the needs of both groups at once. On top of that, we had to find a way to speak effectively to Polish and Danish audiences under one umbrella – we needed a shared language.
Idea
"Crack the <code> to a successful career."
Everyone starts somewhere – Oscar winners start with short films shot on a phone, the best carpenters start with a simple box. As it happens, a lot of IT specialists start with HTML. That's exactly the shared language we needed – understood by candidates in Poland and in Denmark alike.
BEC Poland doesn't recruit HTML specialists, though. So we took it from a different angle entirely – a linguistic one – and went looking through its commands for ones we could weave into our recruitment messaging. That's how the line "Crack the <code> to a successful career" was born.
Execution
We worked on three fronts: awareness, information and recruitment. The campaign opened with a series of formats carrying punchy, engaging lines built around the real needs of early-career IT specialists – growth, knowledge-sharing, real challenges and a friendly company culture. The next step was to unpack each of those promises, and the icing on the cake was a set of recruitment posts pointing hyped-up candidates straight to the job ads.
On the visual side, we refreshed the campaign's look, leaning into bold typographic headlines woven through with HTML words and symbols, plus contextual icons – all while staying consistent with the brand's existing style. We ran a new photo shoot with participants from past editions of the Talent Program, and refreshed printed materials – leaflets and posters – so the concept would land just as well offline, at the trade fairs where BEC always shows up to high-five candidates and talk face to face, Danish-style.
Project team
- Strategy
- Agnieszka Andrzejczyk
- Art director
- Sara Wojciechowska
- Project managers
- Joanna Przybysz, Agnieszka Andrzejczyk
- Graphics
- Sara Wojciechowska, Kacper Krysiak, Kamila Koźmiańska
- Copywriter
- Maciej Karolczak
- Motion design
- Adam Furmańczak
- Performance
- Magdalena Wawrzyniak
